PR AGENCIES DIARIES: TOP TIPS FOR CRAFTING YOUR MEDIA PITCH
As PR professionals we have to be a Jack (or Jill) of all trades – excellent communicators, personable and tenacious, strategic thinkers but tactically competent, social media savvy with expert business nous - the list goes on.
But there’s no point is harnessing an epic skill set unless you’ve nailed PR 101– getting coverage for your clients. It’s all well and good drafting a flawless press release but the real work comes next, pitching it in.
Here are our top tips to making sure you’ve got this part of the job pitch perfect.
KISS more
We’ve heard it a million times – keep it simple stupid – a principle that’s as relevant today as it was when it was coined in the 1960s. Journalists are busy (seriously busy), so make sure your pitches are clear, concise and on point. Avoid any waffle, cut down lengthy paragraphs and bullet point key facts when you can.
Never spray and pray
Bombarding all and any media with a mindless, volume-based approach might result in a lucky hit every now and then, but journalists will soon tire of your laziness and block you from their inbox. Automated software is a no-go zone. Pitches need to be tailored to each individual/outlet, so spend time crafting every single one - even if it takes you all day, it’ll be worth it in the long run.
Know your audience
It goes without saying but you’d be amazed at how often people get this wrong. You need to be fully aware of who you are pitching to and if you’re not familiar with the person or publication do your research. What similar articles have they written before? Where in the magazine would your story sit? Why is it a good fit with their audience? You get the drift. Cross all your t’s and dot all your i’s until you feel like you know them inside and out and can confidentially sell your story.
Follow up or fold up
Following up a pitch is as important as sending it in the first place. With the hundreds of emails flooding journalists’ inboxes every day you need to make sure yours doesn’t get lost in the mix. Call to get their thoughts and chat through the angle you’ve suggested, but be ready to answer any questions (curly or straight) they might throw your way. The more efficient you are, the easier it is for them and the more likely they are to run your story.
